5. comScore: Whither the Click in Europe? (2010)
5
Non-clicked display ads are also OK.
•Visitation to the
advertiser’s web site rose
by 72%.
+72%
•Likelihood of conducting a
trademark search query
increased by 94%.
+94%
9. „A klikk egy olyan zárt csoport, amelynek tagjai azonos
érdeklődéssel, nézetekkel, célokkal,
viselkedésmintázatokkal vagy etnikummal bírnak.”
- Wikipedia
„A clique is an inclusive group of people who share
interests, views, purposes, patterns of behavior, or
ethnicity.”
- Wikipedia
10. Clickers’ Clique
1. Profile of Clickers
– In what proportion do
Hungarian users click on display
ads?
– Who?
– Does the „Clicker Man” exsist?
2. Clickers of CEMP
– How they differ from the
average clicker?
They were not studied!
Photo: http://www.flickr.com/photos/zingrid/2247105911/sizes/l/in/photostream/
11. Clickers’ Clique – Methodology
Research partner: Gemius
Timing: May 2010
No. of campaigns: 876
→ 96% of 15+ domestic internet audience is covered
Methodolgy: gemiusProfileEffect
– Pop-up panel of gemius/Ipsos Audience (sample size:
53.000)
– matching of clickers and non-clickers with the members of
Pop-up panel
→ definition of the number of real (15+, domestic) users
→ definition of their socioeconomic profile
11
12. Clickers’ Clique – Proportion of Clickers
12
66% of internet users don’t click
on display ads at all.
Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
13. Clickers’ Clique – Distribution of Clickers
13
Half of the clickers click on display ads
only once a month.
Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
14. Clickers’ Clique – Distribution of Clicks
14
Clicks
Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
10% - 64%
64% of clicks are generated
by only 10% of internet users.
15. 15
Az Ön sikeres kampányának kattintóiClickers of Your Succesful Campaign.
Photo: http://www.flickr.com/photos/thewilliamsclan/3996257692/sizes/l/in/photostream/
17. Profile of Frequent (5+) Clickers
17
Source:CEMPSH–Gemius:Clickers’Clique,May2010
18. 18-49 AB
18
30%
8%
3%
18-49 AB
clickers
3+ clickers
5+ clickers
Those cheap bastards who
don’t click on display ads at all.
Primary audience of a
CT-based display campaign.
20. Clickers’ Clique – Main Findings
34% of internet users don’t click on display ads at all.
Half of the clickers click on display ads only once a month.
64% of clicks are generated by only 10% of internet users.
Frequent clickers are a less important target group.
Clickers of CEMP have a higher level of education and
socioeconomic status.
20
21. Conclusions
With a CT-based display campaign:
–the attention, at best, is focused on the
third of the target group,
21
22. Conclusions
With a CT-based display campaign:
– efficiency is only apparent: not the
actual target group clicks but a disposed
minority,
22
23. Conclusions
With a CT-based display campaign:
–the purpose of the campaign and the
buying method diverge from each
other,
23
24. Conclusions
With a CT-based display campaign:
–Advertisers optimize on reaching their
audience at no cost, while Media
Owners focus on delivering the clicks.
24
25. Conclusions
“A click means nothing,
earns no revenue and
creates no brand equity.”
- John Lowell, Starcom
(Natural Born Clickers, 2009)
25
